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The issues with SDA as far as I can see at the moment are:
1. A shared taxonomy - this still gives unconsented user signals to the bidstream
2. Poor adoption rate - RTD and its FPD payload
3. Inconsistency of passing FPD in ortb2 - some SSPs use keywords, some use data.segments
The issues with SDA as far as I can see at the moment are:
1. A shared taxonomy - this still gives unconsented user signals to the bidstream
2. Poor adoption rate - RTD and its FPD payload
3. Inconsistency of passing FPD in ortb2 - some SSPs use keywords, some use data.segments